CCE/NWEN
Responsible Sales and Marketing
Overarching Principles
Coca-Cola takes its position as a responsible company very seriously, especially in today’s environment.
We believe that good health comes from a balanced diet and an active lifestyle. All our marketing and
sales activity will encourage our consumers to live active, balanced lifestyles, according to their needs, in
which they balance the energy they consume with the energy they expend. It will be underpinned by the
four key principles below.
PRINCIPLE 1
CHOICE – Provide a range of beverages to support consumers in making sensible choices to suit
balanced diets and active lifestyles
We will ensure that a wide range of products, including our low and no-calorie options, and a range of
portion sizes, are available in all channels, and in promotional activity.
PRINCIPLE 2
BALANCE - Encourage sensible consumption and moderation
We will strive to ensure that all our sales and marketing activity encourages the sensible and moderate
consumption of our products. The range of portion sizes, products and promotions we offer should
enable our consumers to choose balanced diets and active lifestyles, and to balance the energy they
consume with the energy they expend.
PRINCIPLE 3
HONESTY - Ensure honesty and transparency in all marketing and sales activity
We will support consumers in making informed, sensible choices for their lifestyles by ensuring that
nutritional information, including calories and sugar, is displayed clearly on label and on pack. All
marketing communications must be scientifically valid, legal, transparent, truthful and compliant with
applicable laws and regulations. They must also be obviously identifiable and never open to
interpretation as misleading or ambiguous (e.g. omitting or exaggerating information, or making unclear
or false claims).
PRINCIPLE 4
NO MARKETING TO CHILDREN - Do not market any products to children under 12
Respecting the rights of parents and caregivers to make the appropriate choices for their children is a
cornerstone of Coca-Cola’s global Responsible Marketing Guidelines. All our marketing content,
messaging, design and placement must be created for an audience of 12 years and above and shown in
media and programs whose audience is predominantly made up of adults and teens.